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Content Tech 2018 Presentation

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This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.

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Content Tech 2018 Presentation

  1. 1. CONTENT MARKETING T E C H N O L O G Y C H A L L E N G E S
  2. 2. www.contentadvisory.net@ advisingcontent “inventing the shipwreck” - Paul Virilio
  3. 3. www.contentadvisory.net@ advisingcontent return on investment
  4. 4. www.contentadvisory.net@ advisingcontent audience return on investment
  5. 5. www.contentadvisory.net@ advisingcontent building audiences
  6. 6. www.contentadvisory.net@ advisingcontent 53%“small group” serves entire co.” *CMI & MarketingProfs 2017 Enterprise Content Marketing Study 36%have any formal strategy 20%committed to 
 the practice 57%unsure what success is strategic content stuck in average
  7. 7. www.contentadvisory.net@ advisingcontent as a replacement for advertising or… through a campaign lens …hoping for magnetism that will route
 around traditional media through an inbound lens we still see content
  8. 8. www.contentadvisory.net@ advisingcontent marketing leaders who said they expected their. companies to compete “mostly on the basis of customer experience” content & technology are now
 integral to the customer experience 89%
  9. 9. www.contentadvisory.net@ advisingcontent We can’t help it… we’re born this way. “Organizations that design systems are constrained to produce designs which are copies of the communications structures of these organizations.” - Conway’s Law We design strategy not by where we want to go, but rather where the capabilities of technology tell us we can go.
  10. 10. www.contentadvisory.net@ advisingcontent CONTENT &
 EXPERIENCE MANAGEMENT PROGRAMMATIC ADS MOBILE CONTENT SEARCH AND PAID SOCIAL AUDIENCE MEASUREMENT ANALYTICS AND DASHBOARDS SFA ECOMMERCE CATALOGS AND MARKETING EDITORIAL WORKFLOW & CALENDARS RETAIL AND PROXIMITY CONTENT DMPs TAG MANAGEMENT
  11. 11. www.contentadvisory.net@ advisingcontent REDUCE PIT STOPS Create sound reliable content strategies, while supporting efficiency, scalability and security - TECHNOLOGISTS PIT FAST Iterate at the pace of fashion, and change out equipment based on current conditions. - MARKETING two opposing race strategies
  12. 12. www.contentadvisory.net@ advisingcontent the result - technology “Why do we have to use the enterprise CMS to manage the blogs?” “What do you mean GDPR and privacy concerns? Sales needs this.” IT (Technogy) is a land of “no” and continually struggles for stability and usage of technology investment. MARKETING struggles to move fast, routes around IT and is in constant software implementation
  13. 13. www.contentadvisory.net@ advisingcontent the result - content strategy We should be trying to move content creation as close to the customer as we possibly can! Centralizing a content strategy tries to pull the creation and management of content as far inside as possible, to limit the number of creators, managers and “speakers”.
  14. 14. www.contentadvisory.net@ advisingcontent solution: a layered approach
  15. 15. www.contentadvisory.net@ advisingcontent solution: built to change A layered approach that helps us to become agile, move the customer experience creation as close to the customer as possible, while we maintain the balance of scale and efficiency. 1. Experience Management: 
 Awareness & Introduction 2. Engagement & Relationships
 Engagement Management 3. Intelligence & Insight
 Core Data Management 4. Shared Values & Expectations
  16. 16. www.contentadvisory.net@ advisingcontent Content-driven experiences are today’s “media buy”; flexible, lightweight & even disposable Focus: speed, ease of implementation & management Tech team should be worried least about this layer Shared Vision: Must have the ability to communicate to optimization and engagement. awareness & introduction
  17. 17. www.contentadvisory.net@ advisingcontent $1 Trillion under management. Digital magazine is focused on inspiring subscribers – learning. The “gateway into CG’s philosophy.”
 The audience IS the asset they are building. Technology – started light but sophisticated. The ability to connect subscribers into insight and content consumption - NOW moving into the next layer… capital group
  18. 18. www.contentadvisory.net@ advisingcontent Focus: optimization of content experiences for delight and conversion Process and data collection capabilities are needed here Measure twice and cut once Marketing must be careful to know process intimately here. More consideration to workflow, data and governance engagement & relationships
  19. 19. www.contentadvisory.net@ advisingcontent $7 billion - medical devices company New owned media thought leadership to HCP’s Delivery of core data, content consumption and
 data-enriched leads to sales. 
 Help and integration with other learning platforms already in place. Technology – enterprise CMS, with added marketing automation and API’s into LMS systems. NOW moving into the next layer… zimmer biomet
  20. 20. www.contentadvisory.net@ advisingcontent Conversation should be focused on delighting known audiences and delivery of consistent, effective scale Cross-functional data usage is a must here. Careful attention to use of data and dynamic presentation of content-driven experiences to create easy, valuable experience for customers Tech and Marketing MUST walk hand in hand here, driven by integration intelligence & insight
  21. 21. www.contentadvisory.net@ advisingcontent Less a focused conversation and instead – an attribute of the other three. IT must beyond the “we already have a tool for that” and marketing must move beyond “I need it yesterday.” It’s not just understanding each other’s strategy, it’s developing a one cohesive understanding shared values - exceeding expectations
  22. 22. www.contentadvisory.net@ advisingcontent 1. Validate Your Need - Yes, Really. 2. Compile Your Business Requirements. 3. Determine Focal Needs (the layered discussion). 4. Create Your Technology Shortlist - More than 5? Go back to 3. 5. Create A Service Provider List (yup, you’re not the experts). 6. Conduct Information Exchanges (yes, before the RFP). 7. Conduct RFP - Scenario Based. 8. Proof of Concept (depending on level). 9. Choice will be obvious. How to begin…
  23. 23. www.contentadvisory.net@ advisingcontent “Believe In The Ship”
  24. 24. www.contentadvisory.net@ advisingcontent THANK YOU ReturnOnAudience.com

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